Aspyrion Image When developing the strategy for an international market launch you want to get it right — just right. Your client’s growth depends on it. So it was for Aspyrion, a Minneapolis-based full-service marketing firm in its campaign for SFP, a leader in the agricultural nutrients industry.
The challenge was to introduce SFP’s fertilizer enhancement product, AVAIL, to farmers in the United Kingdom. When added to phosphorus fertilizers AVAIL unlocks more of the fertilizer’s nutrient benefits making them available to crops over a longer period — enhancing crop yields.

The goal

The launch revolved around Cereals 2009, the UK’s largest annual agricultural trade show where thousands of farmers and agriculture professionals gather each year to learn about new methodology, technology and products.The principle objective: Increase traffic at SFP’s exhibit and grow AVAIL brand recognition.

To meet the objective, Aspyrion developed a multi-phased direct mail campaign featuring the idea of “unlocking your crop’s potential.” The campaign included two mailers and an onsite handout card featuring eye-catching combination padlock artwork. The imagery tied the concept to a promotional giveaway at the show.

A pre-show piece mailed to addresses in Great Britain explained the new product and its benefits, urged recipients to visit the SFP booth, and enticed them with a “winning combination” scratch off to be redeemed for prizes at the show. A second piece, given out at the show, used the same theme with a pull-tab revealing padlock combinations and a chance at a prize.

A final follow-up piece, mailed immediately after the show, featured a self-mailer with a clever slide out section revealing the winning combination of fertilizer plus AVAIL. The mailer also included a perforated Bounce-back Return Card for lead generation — and a combination lock premium to the first 1000 to respond.

An effective campaign

It was a clever, thorough campaign. But did it work? You bet. Traffic at the SFP exhibit increased by more than 300 percent over the previous year — and BRC responses to the follow-up mailer continued throughout the summer!

The GLS partnership

GLS Account Executive Mike Koshiol was involved from the moment Aspyrion presented the concept, developing production ideas that would meet objectives while keeping the project cost-effective.

According to Aspyrion partners Patrick Davis and Steve Yaeger, GLS’ experience with everything from complex die cuts, digital variable printing, scratch offs and pull tabs, to managing complex international mailing requirements made GLS a perfect match for the project. “Even foreign paper sizes add challenges…they were very capable in managing the complexities that operating in a foreign market requires,” said Davis.

A case in point involved close coordination with a GLS partner company specializing in international mailings. After receiving sorting, indicia and labeling specifications appropriate for economical mailing in Britain, GLS executed all data processing, ink-jetting and mailing preparation.

“They were collaborative, flexible and accommodating,” says Yaeger.

“This kind of project is just right for us, we can do it all,” says Koshiol. “For example, our digital variable printing capability was perfect for the in-show pull-tab cards.” Aspyrion agrees: “They made this format happen,” says Davis. “I don’t think any of our other vendors would have been able to bring this concept to life.”

Can you use broad expertise in developing an effective mailing or promotional campaign? To find out about GLS Companies’ single-source marketing capabilities, contact an account executive or visit us at www.glsmn.com today.

To learn more about Aspyrion, visit www.aspyrion.com.

Success Stories

Aspyrion Develops Clever, Complex, Multi-Phased International Direct Mail Project

Success Stories:

A long distance marketing challenge

The goal

An effective campaign

The GLS partnership

Aspyrion Develops Clever, Complex,
Multi-Phased International Direct Mail Project